final report - bozeman
TRANSCRIPT
FINAL RE
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Table of Contents
BBC RESEARCH & CONSULTING i
Summary of Survey Results .......................................................................................................... 1
Methodology
Instrument development .............................................................................................................. 2
Sample design................................................................................................................................ 2
Survey implementation ................................................................................................................. 2
Survey analysis .............................................................................................................................. 2
Who are the Survey Respondents?
Respondent ages ........................................................................................................................... 3
Length of residence in Bozeman ................................................................................................... 3
Household size............................................................................................................................... 4
Educational attainment ................................................................................................................. 4
Household income ......................................................................................................................... 5
Respondent Awareness and Concerns Regarding Water‐related Issues
Most important water issues ........................................................................................................ 5
Level of concern regarding scarcity ............................................................................................... 6
Attention to own water use .......................................................................................................... 8
Changes in water use .................................................................................................................... 9
Outdoor Water Use
Watering frequency ..................................................................................................................... 11
Watering time of day ................................................................................................................... 12
Awareness and Support for Conservation Measures
Recall of any water conservation messages ................................................................................ 12
Awareness of current Bozeman water conservation measures .................................................. 13
Support for potential future conservation measures ................................................................. 13
Preferred means of communication ........................................................................................... 17
BBC RESEARCH & CONSULTING PAGE 1
TheCityofBozeman(theCity)retainedBBCResearch&Consulting(BBC)inlatesummer2014toconductatelephonesurveyofitssinglefamilyresidentialwatercustomersconcerningtheiropinions,attitudesandawarenessregardingwateruse,waterissuesandpotentialwaterconservationmeasures.Bozemanisdevelopinganenhancedwaterconservationprogramandwillusetheinformationfromthesurveytobetterunderstandcustomervaluesandtoprovideapotentialbenchmarkforcomparisonwithfutureresearchfollowingeducationandoutreachefforts.
Thisreportdocumentsthecustomerresearchanditsresults.
Summary of Survey Results
ThemajorityofBozemanresidents(59%)arenowpayingmoreattentiontotheirwaterusethantheyhaveinthepast.Asimilarproportionofresidents(60%)indicatethattheyhavechangedhowmuchwatertheyuseduringthepastfewyears.Concernsaboutcurrentorfuturewaterscarcityandtheenvironmentalimpactsofwaterusearethelargestfactorsmotivatingthesechanges,butfinancialmotivations(concernsaboutthecostofwater)arealsoanimportantconsiderationformanyresidents.
Likemunicipalwatercustomersinotherplaces,whenaskedaboutthemostimportantwater‐relatedissueinBozeman,thelargestnumberofcustomersmentionedwaterqualityattheirhomes.AlthoughmanyBozemanresidentsarealsoconcernedaboutwaterscarcity,particularlytomeettheneedsoffuturegrowthinthecity,theemphasisthatresidentsplaceonwaterqualityisanimportantreminderthatthefundamentalpurposeofmunicipalwaterutilities(atleastintheeyesoftheircustomers)istoprovidehighqualitywaterfordrinkingandsanitaryuses.
MostsinglefamilyhomesinBozemannowhaveingroundsprinklersystems(72%).Onaverage,Bozemanhouseholdswatertheiryards2.8timesperweekduringthesummerseason.NewerBozemanresidentsandyoungerresidentsgenerallywatertheirlawnsmorefrequentlythanlongtimeresidentsandolderresidents.Overall,about27percentofBozemanhouseholdswatertheiryardsmorethanthreedaysperweekduringthesummerseason.However,fewresidents(6%)watertheiryardsduringtheheatoftheday(between9AMand5PM).
Slightlymorethanhalf(52%)ofBozemanresidentsindicatethattheyhaveseenorheardmessagesaboutreducingwateruseduringthepastyear,butonly20percentofresidentsareawareofanywaterconservationprogramsofferedbytheCityofBozeman.MostoftheminorityofresidentswhoareawareofBozemanconservationeffortsarefamiliarwiththeCity’stoiletreplacementprogram.
Residentswereaskedabouttheirlevelofsupport(oropposition)to12potentialconservationmeasurestheCitymayconsiderinthefuture.Voluntarilynotwateringduringthehottestpartofthedaywasthemosthighlysupportedmeasure.Thenextmostwidelysupportedmeasureswereawebsitewithwaterconservinginformationandtoiletreplacementrebates.Ingeneral,voluntaryandinformationalmeasuresreceivedthemostsupport.Withtheexceptionofrelativelystrongsupportforchangesinthebuildingcodetorequirehighefficiencyfixturesinallnewconstruction,mandatorychangestobuildingcodesandotherchangesinrequirementsfornewdevelopmentgenerallyreceivedtheleastsupport.Amongthislattergroupofpotential
BBC RESEARCH & CONSULTING PAGE 2
conservationstrategies,respondentsweremostsupportiveoflimitingthepercentageofoutdoorlandscapethatcanbeturf(meansupportof5.57on1to10scale),lesssupportiveofrequiringhighefficiencyfixtureswhenhomesareresold(meansupportof4.96)andleastsupportiveofrequiringsmallerlotsizesfornewconstruction(meansupportof4.16).TotheextentthattheseorsimilarmeasuresmaybeimportantelementsofBozeman’sfutureconservationplans,additionalpublicoutreachandeducationmaybeusefulinfurtherdesigningthesemeasuresandbuildingpublicsupport.
Methodology
Themethodologyforthisstudyinvolveddevelopmentofthesurveyinstrument,designofthesurveysample,implementationofthetelephonesurveyandanalysisofthesurveyresults.Eachofthesetopicsisdiscussedbelow.
Instrument development. Oneofthemostimportantaspectsofanysurvey‐basedstudyisthedevelopmentofthesurveyinstrument.Forthisstudy,theinstrumentneededtoseekinformationonseveraldifferentaspectsofpublicawarenessandopinionregardingwaterandconservationissueswithinatypicaltimeframeofabout9minutes.
Theprocessofdevelopingthesurveyinstrumentincludedthefollowingsteps:
ConsultationwiththeCity’swaterconservationspecialistandothersregardingthegeneraltopicstobecoveredinthesurvey;
ResearchintotheapproachesandwordingusedinrelatedsurveyspreviouslyconductedbyBBCforothermunicipalwaterproviders;
RevisionsinresponsetoCityreviewandcommentsonthedraftsurveyinstrument;and
Pretestingofthesurveyinstrument.
ThefinaltelephonesurveyinstrumentisprovidedinAttachmentAtothisreport.
Sample design.TheCitysoughttheinputfromarepresentativesampleofitssingle‐familyresidentialcustomersfromthetelephonesurvey.TheCityprovidedBBCwithadatabasecontainingcontactinformationforallofitssinglefamilyresidentialcustomers.BBC’ssubcontractor,DavisResearch,selectedarandomsampleofsinglefamilycustomerstocontactforthisresearch.
Survey implementation.ThetelephonesurveywasconductedinSeptember2014.DavisResearchcompleted400telephonesurveyswithBozemanhouseholds.Furtherinformationregardingthedemographicsofthesampleisprovidedlaterinthisreport.
Survey analysis.Resultsfromthesurveywereanalyzedforthesampleasawholeandforselecteddemographicsubgroups.Inparticular,theanalysiscomparessurveyresponsesfromyoungerresidents(respondentsunder45)tothoseofolderresidentsandresponsesfromresidentsthathavelivedinBozemanforlessthan10yearstothosethathavelivedinBozemanfor10yearsormore.
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PAGE 7
BBC RESEARCH & CONSULTING PAGE 8
Attention to own water use.Respondentswereaskedwhethertheypaymoreorlessattentiontotheirownwaterusetodaythantheyhadinthepast.Overall,59percentofrespondentssaidthattheypaymoreattentiontotheirwaterusenowthantheyhadpreviously.Mostoftheremainder(37%)saidtheypaythesameamountofattentiontotheirwaterusenowasinthepast.Forpurposesofcomparison,inBBC’s2012‐13surveyofColoradoresidents,73percentofrespondentssaidtheynowpaymoreattentiontotheirownwaterusethantheyhadinthepast.
AsshowninFigure8,olderBozemanresidents(individualsage45andolder)weremorelikelytoindicatetheynowpaymoreattentiontotheirwaterusethantheyhadinthepast,thoughthedifferenceinresponseswasnotstatisticallysignificant.Youngerrespondents,andrespondentswhohadmovedtoBozemanwithinthepast10years,weremorelikelytosaythattheynowpaylessattentiontotheirwaterusethantheyhadinthepast.Whilethedifferencesinresponsebetweenthesenewerandlongtimeresidentswerestatisticallysignificant,theproportionofresidentsprovidingthisresponsewasverysmallforallgroups.
Figure 8. Do You Pay More or Less Attention to Your Own Water Use than You Have in the Past?
Note: **Statistically significant difference in responses at 95% confidence level. Numbers may not add to 100% due to rounding.
Source: BBC Research & Consulting from household telephone survey conducted September, 2014.
Respondentswhosaidtheynowpaymoreattentiontotheirwaterusethantheyhadinthepastwereaskedwhy.AsshowninFigure9,concernsaboutcurrentorfuturewaterscarcityandtheenvironmentalimpactsofwaterusewerethemostfrequentreasonscitedbyrespondentsforpayinggreaterattentiontotheirwateruse,butfinancialmotivationswereanimportantconsiderationformanyrespondentsaswell.
More 59% 59% 59% 54% 62%
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BBC RESEARCH & CONSULTING PAGE 14
Figure19showsthesupportofsurveyrespondentsforeachofthepotentialmeasures,withthemeasuressortedfrommostsupportedtoleastsupported.Voluntarilynotwateringduringthehottestpartofthedaywasthemosthighlysupportedmeasure(thoughasshownearlierinFigure15,relativelyfewresidentsappeartowaterduringtheheatofthedayatpresent).Thenextmostwidelysupportedmeasureswereawebsitewithwaterconservinginformationandtoiletreplacementrebates.Ingeneral,voluntaryandinformationalmeasuresreceivedthemostsupport.Withtheexceptionofrelativelystrongsupportforchangesinthebuildingcodetorequirehighefficiencyfixturesinallnewconstruction,mandatorychangestobuildingcodesandotherchangesinrequirementsfornewdevelopmentgenerallyreceivedtheleastsupport.Amongthislattergroupofpotentialconservationstrategies,respondentsweremostsupportiveoflimitingthepercentageofoutdoorlandscapethatcanbeturf(meansupportof5.57on1to10scale),lesssupportiveofrequiringhighefficiencyfixtureswhenhomesareresold(meansupportof4.96)andleastsupportiveofrequiringsmallerlotsizesfornewconstruction(meansupportof4.16).TotheextentthattheseorsimilarmeasuresmaybeimportantelementsofBozeman’sfutureconservationplans,additionalpublicoutreachandeducationmaybeusefulinfurtherdesigningthesemeasuresandbuildingpublicsupport.
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PAGE 15
BBC RESEARCH & CONSULTING PAGE 16
Figure20comparesthelevelofsupport(basedontheaveragerating)foreachofthepotentialconservationmeasuresbetweennewerBozemanresidentsandlongtimeresidents,andbetweenyoungersurveyrespondentsandolderrespondents.
Figure 20. Mean level of support for potential conservation measures among different demographic groups in Bozeman
Note: **Statistically significant difference in responses at 95% confidence level.
Source: BBC Research & Consulting from household telephone survey conducted September, 2014.
Ingeneral,thepatternofsupportforthevariouspotentialconservationmeasureswassimilaramongthedifferentdemographicgroups.Focusingonareaswherethedifferencesinresponseswerestatisticallysignificant,youngerresidentsweremoresupportiveofclotheswasherreplacementrebatesandfinancialincentivestoreplaceturfthanolderresidents.Youngerresidentswerealsomoresupportiveofchangestothebuildingcodetorequirehighefficiencyfixturesatthetimeofresale.Olderresidents,andlongtimeresidentsofBozeman,weremoresupportiveoflimitingyardwateringtotwodaysperweekthanyoungerandnewerresidents.
Potential Measure
Voluntarily not watering between 10 a.m. and
6 p.m.8.36 8.44 8.30 8.42 8.32
Website with information about conserving water 7.67 7.92 7.48 7.81 7.53
Toilet replacement rebates 7.52 7.61 7.47 7.77 7.36
Changes to the building code to require high efficiency
fixtures for all new construction7.38 7.63 7.21 7.51 7.31
Voluntarily installing smart irrigation controllers for
your sprinkler system7.34 7.46 7.26 7.40 7.29
Demonstration gardens that show examples of
low‐water‐use plants7.24 7.15 7.29 7.22 7.28
Clothes washer replacement rebates 7.08 7.14 7.06 7.54 6.74 **
Offering financial incentives for customers to replace
law turf with lower water‐use landscaping7.06 7.25 6.97 7.43 6.80 **
Limiting yard watering to two days per week 5.87 5.57 6.09 * 5.58 6.12 *
Code requirements limiting the percentage of outdoor
landscape that can be turf5.57 5.67 5.52 5.75 5.47
Changes to the building code to require high efficiency
fixtures at the time of a home’s resale4.96 5.20 4.79 5.30 4.74 *
Smaller lot sizes for new construction 4.16 4.09 4.21 4.05 4.26
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303.321.2547 fax 303.399.0448 www.bbcresearch.com [email protected]
BOZEMAN WATER CONSERVATION SURVEY INSTRUMENT
Hello, this is ______, calling on behalf of the City of Bozeman, may I speak to [INSERT SAMPLE NAME] or another adult member of the household?
[ONCE APPROPRIATE PERSON ON PHONE SAY:]
Hello, my name is ___________ calling from Davis Research. We are calling on behalf of the City of Bozeman to conduct a brief survey about water. Your responses will help the City of Bozeman meet the city’s future water needs. It should take about seven minutes.
[If asked for a contact name/number at the City of Bozeman to verify legitimacy of survey or
discuss survey, direct respondent to XXXXX]
1. In your opinion, what are the most important water issues in Bozeman?
2. Do you pay more or less attention to your own water use today than you have in the
past?
1 = MORE 2a. If more, ask Why?
2 = LESS
3 = SAME
88 = I don’t know
99 = Refused
3. Have you made any changes in how much water you use in the past few years?
1=YES 2=NO
99=Don’t know
3a. [IF “YES” TO ABOVE] What changes have you made?
[open-ended, responses coded]
3b. [IF “YES” TO ABOVE] What motivated you to make the changes?
[open-ended, responses coded]
Page 2
4. What type of home do you live in?
[DO NOT READ]
1=Single-family home
2=Duplex
3=Townhome
4=Condo
5=Apartment
6=Mobile home
7=(Other – Specify)
5. About how many days each week do you water your lawn during the summer?
[RECORD]
6. Typically, what time of day do you water? [RECORD] Hour, AM/PM
7. Do you have an in-ground sprinkler system?
1=Yes
2=No
3=Not applicable/do not have a lawn
88=Don’t know
99=Refused
8. Now I’m going to read a list of issues regarding water in Bozeman. After I read each
one, please rate your level of concern about that issue on a scale of 1 to 10, where 1
means “you are not concerned at all” and 10 means “you are very concerned.” Again,
please use any number on the scale that best reflects how concerned you are about the
specific issue.
[RANDOMIZE ORDER OF QUESTIONS]
8a. The amount of water available for Bozeman’s customers during drought periods
ENTER 1-10
8b. The amount of water available for future growth in Bozeman
Page 3
ENTER 1-10
9. Are you aware of any water conservation programs offered by the City of Bozeman?
1=Yes, if yes, ask 9a. What programs? [RECORD]
2=No
3= Don’t know
10. Bozeman may add more water conservation programs in the future. On a scale of 1 to
10, please tell me how strongly you would support the following potential conservation
programs, where 1 means “strongly opposed to the program” and 10 means “strongly
support the program.” Again, you should feel free to use any number from 1 to 10:
[RANDOMIZE, ENTER 1-10]
10a. Changes to the building code to require high efficiency fixtures for all new
construction.
10b. Changes to the building code to require high efficiency fixtures at the time of a
home’s resale.
10c. Smaller lot sizes for new construction.
10d. Code requirements limiting the percentage of outdoor landscape that can be turf.
10e. Limiting yard watering to two days per week
10f. Demonstration gardens that show examples of low-water-use plants
10g. Voluntarily not watering between 10 a.m. and 6 p.m.
10h. Toilet replacement rebates
10i. Clothes washer replacement rebates
10j. Voluntarily installing smart irrigation controllers for your sprinkler system.
10k. Offering financial incentives for customers to replace law turf with lower water-use
landscaping
10l. Website with information about conserving water
Page 4
11. In the past year or so, have you seen, heard or read any information about steps you can take
to conserve water at your home?
1=Yes
2=No
3=Don’t know
99=Refused
11a. If yes: What do you recall hearing?
12. Think about what the City of Bozeman could do to improve how they get information to you
about water issues and water conservation. What is the best way to get information to you? [DO
NOT READ, SELECT ALL THAT APPLY]
1=Information in my water bill
2=Email
3=City of Bozeman website
4=City of Bozeman Facebook post
5=City of Bozeman twitter post
6=Local television news
7=Local radio news
8=Billboard
9=Local print newspaper or newspaper website
10=Mail
11=Other [record]
88=Don’t know
99=Refused
We are almost done. I just have a few questions left to ask for demographic purposes so that we
can be sure we’re talking to a representative sample of Bozeman residents.
13. Do you own or rent your home?
1=Own
2=Rent
99=Refused
14. How long have you lived in the Bozeman area?
1=Less than one year
2=One year up to five years
3=Five years up to 10 years
Page 5
4=10 years up to 20 years
5=20 years or more
99=Refused
15. Which of the following categories best describes your age?
1 = 18 to 24
2 = 25 to 34
3 = 35 to 44
4 = 45 to 54
5 = 55 to 64
6 = 65 or older
99=Refused
16. Including yourself, how many people live in your home?
1=1 person (living alone)
2=2 people
3=3 people
4=4 people
5=5 people
6=6 people
7=7 people
8=8 people
9=9 people
10=10 or more people
17. What is the highest level of education you have had the opportunity to complete?
1=Less than high school
2=High school diploma/GED
3=Some college or Associate’s degree/technical certification
4=College graduate
5=Master’s degree
6=Doctoral degree
99=Refused
18. Which of the following categories best represents your total household income for 2013?
1 = Less than $25,000
2 = $25,000 to $49,999
3 = $50,000 to $74,999
4 = $75,000 to $99,999
Page 6
5 = $100,000 or more
88 = I don’t know
99 = Refused
19. Record gender (do not ask)
1 = Male
2 = Female
Thank you very much for participating in this survey!